Present and future of technology, business, destinations and tourism sustainability

Visitors at a stand of FiturTechy

The butterfly effect: Transformation

“Something as small as the flutter of a butterfly’s wing can ultimately be felt halfway around the world,” is an ancient Chinese proverb that tells us about the relationship between the flapping of a butterfly’s wings and the possible consequences in very remote events. It alludes to a holistic vision, in which all events are related to each other and overlap in cause-and-effect relationships. Everything’s connected.

So that any tiny event such as the fluttering of a butterfly’s wing, happening at a given moment, in the long term can alter a succession of events of on a huge scale.

This cause-and-effect principle applies in all areas, and it means that applying appropriate technology and innovation in the tourism industry can make a huge difference to the service we provide to tourists, or it can lead to more energy-efficient use of resources, which means caring for the environment, for a healthier future for our planet.

Today, surely some pair of entrepreneurs in a garage somewhere is trying to implement a technology-based business model which could change the future of the entire tourism industry in the medium term, or society as we know it.


A new and diverse reality that covers multiple, different profiles: Millennials, Cosmopolitans, Classics, Gamers, Hipsters… Each experience can be unique and personal, and we are ready to provide services to suit their preferences and to exceed their expectations. We have technological tools already being used in the tourism sector such as Blockchain, AI, big & smart data, machine learning, IoT, robotics, sustainability, virtual assistants, chatbots, virtual and augmented reality which provide information for making decisions and assist companies to incite an emotional response. This space brings together several forums:

1. Technology and the Future.
2. Technology and Business.
3. Technology and Destination.
4. Technology and Sustainability.

Video summary 2020

Woman looking through virtual reality glasses


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